Today is the opening day of One Young World summit, a gathering of a little more than 1,000 people under 30 from around the globe who will discuss a broad swath of problems and challenges the globe faces with the guidance of some of the world's great thinkers and leaders, including economist Muhummad Yunus, Kofi Annan and Bill Clinton. Founded by a pair of public relations executives in London, it strives to push a new business of ethos.
But the real story here is about what the young future leaders will be talking about after the spotlight that accompanies a former president fades away: the role of global business in health care, sustainable food production, ethical business and international cooperation.
And surely some business will be transacted during One Young World, which is sponsored by the global advertising group Havas. The CEO David Jones, co-founder of One Young World, helped elect David Cameron Prime Minister. He'll be joined by a group of international leaders including celebrity chef Jamie Oliver, new Barclays CEO Antony Jenkins, Twitter founder Jack Dorsey and former UN Secretary General Kofi Annan among others.
The fact that an advertising company is behind a this kind of conference with international impact tells us something about what CEOs looking to the future think they need to do in a globalized world. Jones is clearly focused on the next generation of decision-makers. Earlier this year he also published "Who Cares Wins" — a book that describes why doing business in the era of social media means making a commitment to customers that's more substantive than the old paradigm of simply saying the right thing but then conducting business as usual.